Message from the Sponsor

The commercial plug, which long-suffering radio listeners have begun to endure with less & less fortitude, got solicitous attention last week:

P: NBC asked sponsors of news programs to remove all plugs from the middle of broadcasts.

P: CBS said it would keep the "middle commercial," but promised to squeeze in "all of the most important news" first. "It would be unfortunate," CBS explained primly, "if good taste . . . should be endangered in favor of any rigid rule. . . ." But CBS favored one rigid rule: no more plugs on CBS for any show a CBS sponsor may be paying for on a rival network.

P: The Blue network decided to overlap its own stay-tuned-in plugs. Wednesday-night sponsors were persuaded to give up the last ten seconds of their shows, allow Blue to plug the following show for 30 seconds instead of the usual 20. If the overlapping plug works out on Wednesdays, Blue may use it seven nights a week.

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